10 Reasons Why the Google, Bing Battle Is Good for Everyone

News Analysis: The online battle between Google and Microsoft, with its Bing search engine, is in full swing. The two companies are vying for our attention, and we are the people who benefit most. It's a great time to be a Web user.

Even before Google
announced real-time search on Dec. 7, the battle between the search giant
and Microsoft was heating up. But the addition of real-time search has
propelled that battle into another phase that will undoubtedly have a major
impact on every Web user. It also ensures that from now on Google and Microsoft
will have their sights firmly set on each other.

But that's not a bad thing. In fact, it might actually mean a far better
experience for both the consumer and the enterprise. And now that Microsoft
has inked a definitive deal with Yahoo, it's only a matter of time before
the software giant becomes a far more disconcerting online presence for Google.
I can't wait. The future of the Web will be dominated by two major companies
with equal success, huge coffers of cash and the talent they need to innovate
far beyond our expectations. That can only mean one thing: We benefit.
Let's take a look at why Google's battle with Bing is bound to be beneficial.

1. Microsoft can't stand Google

If Microsoft were friendly with Google, its battle with the search giant
would mean little. The company would likely play nice with Google, rather than
doing everything possible to inch its way into areas where the search company
has been successful. But luckily for us, that's not the case. Microsoft can't
stand Google. It wants
to destroy the company that Sergey and Larry built. And it wants to do it
online. That can only mean better services from Microsoft.

At the same time, Google can't stand Microsoft. Ever since the company
decided to break out of the online world, it has consistently targeted areas
that Microsoft has called home. It got into the browser business with Chrome to
beat Internet Explorer. It has entered the mobile space with Android to take on
Windows Mobile. It has even staked a claim in the operating system market with
Chrome OS. Google wants to destroy Microsoft. And once again, we will benefit.
3. There's a lot at stake

Both Microsoft and Google know that the stakes are high in the battle for
online dominance. If Microsoft loses, the company will likely lose much of its
power and influence in the tech industry as more services move to the Web. If
Google loses, it will join a long list of companies that tried, and failed, to
beat Microsoft. And when that happens, those companies don't typically stage a
comeback. Considering that, both Google and Microsoft will work even harder to
attract Web users. I can't wait.
4. Innovation will be everywhere

The problem for Google and Microsoft is that if they want to be successful
online, they will need to find a way to attract Web users. In order to attract
users, both companies will need to go above and beyond what they've done to
this point. That will undoubtedly lead to more
innovation in the marketplace. And that, in turn, will lead to happier
users.

Don Reisinger is a freelance technology columnist. He started writing about technology for Ziff-Davis' Gearlog.com. Since then, he has written extremely popular columns for CNET.com, Computerworld, InformationWeek, and others. He has appeared numerous times on national television to share his expertise with viewers. You can follow his every move at http://twitter.com/donreisinger.